The True Craft Podcast – Details, episodes & analysis

On today’s episode of The True Craft Podcast, we’re catching up with Michael Memsic, Co-Founder & CEO of Sanitas Brewing, to give some straight talk about what the heck is happening in craft. We cover a lot of ground from modern expansion strategies, owner and leadership alignment, and the surprising topic of...tapping out of the craft scene?

Highlights include:

• How breweries are becoming vibrant community hubs with unique food and morning coffee, becoming the ultimate “third place”
• The evolving craft beer scene and why the next big wave might not hinge on Gen Z
• Unique opportunities popping up as breweries close their doors

Michael believes that the craft industry is deeply “lifestyle driven,” which makes it both rewarding and challenging. However, fostering connections and sharing experiences with those in your circle makes all the difference. That’s exactly what we’re all about on The True Craft Podcast. Enjoy this insightful chat!

Links
Sanitas Brewing Company Website
Sanitas Brewing Company Instagram

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In this episode of The True Craft Podcast, we’re hanging out with Mike Walters, Co-Founder of Cocoon Brewing out of De Pere, WI. In 2023, at a time when craft beer was anything but predictable, Cocoon Brewing boldly opened their 7,000 sq ft space—proving that when the going gets tough, the tough get brewing.

Highlights include:

1. How to dish out a killer food program from a cozy 400 sq ft kitchen (yes, size matters... but not in the way you think).
2. Juggling the "trifecta" of private events, brewery-hosted bashes, and weekly programming like a pro.
3. How diversifying with draft, to-go beer, and merch sales keeps the cash flowing and customers coming back.

Opening a brewery takes a village, but doing it in 2023? That requires a whole city of support. Mike spills all the tea (or beer) on Cocoon Brewing's wild ride, packed with insights you won’t want to miss!

Cocoon Brewing Website
Cocoon Brewing Instagram

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In this episode of The True Craft Podcast, we welcome Andrew Coplon, Founder of Craft Beer Professionals and Secret Hopper to explore his unique insights on curating a fantastic customer experience in the taproom... and why that’s more important than ever.

Just a few of the topics we cover:

• How to create what Andrew calls a “Wow! Experience” using his Taproom Venn Diagram: beer, memorable atmosphere, and engaging staff.
• Andrew’s take on the current epidemic of taproom staffing issues, and how to tap into the personalized motivations of each of your staff members through rewards, recognition, and opportunities.
• Why tabs are 30% higher in environments your customers perceive as “high engagement” and how to create high engagement through goal setting and tracking, training time-on-calendar, and most importantly, consistency.

At one point in the episode, Andrew claims “taproom” is his middle name, and it shows. He’s a wealth of knowledge with direct, on-the-ground experience and offers a perspective you won’t want to miss.

Links:

Craft Beer Professionals - Website

Secret Hopper - Website

Venn Diagram of Taproom Experience

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On today’s episode of The True Craft Podcast, Chris sits down with Dave Morgan, co-founder of Single Speed Brewing, to dig into their Parallel Brewery Collective concept.

Highlighting the collective's ability to combine efforts and share resources, Dave unveils how thinking creatively about breweries can collaborate can unlock hidden opportunities for reducing expenses and maximizing distribution opportunities.

Can this strategy reshape how independent breweries pursue wholesale growth in our industry? Listen and let us know what you think.

Links:

Parallel Brewery Collective - Website

Single Speed Brewing - Website

Single Speed Brewing - Instagram

Dave’s Contact:

dave@singlespeedbrewing.com

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In this episode of The True Craft Podcast, we delve into niche branding and marketing strategies with Nick and Christina Lumsden, the innovative minds behind Dogleg Brewing. With a passion for both golf and beer, they've seamlessly merged their passions to create a distinctive brand and customer experience that has greatly benefitted their business.

Main takeaway: It is essential to not only identify your ‘niche’ but cultivate a lasting community. From leveraging distribution initiatives to multi-channel marketing efforts, Nick and Christina share actionable insights on how to authentically connect with your target audience and foster lasting relationships.
 

Links:

Dogleg Brewing Company - Website

Dogleg Brewing Company - Instagram

Dogleg Brewing Company - Facebook  

Nick and Christina’s Contact Info:

nick@doglegbrewingco.com

christina@doglegbrewingco.com
 

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Julie Rhodes of Not Your Hobby Marketing Solutions joins us on today’s episode of the True Craft Podcast to share some of her hard-won, craft-specific marketing advice to help you sell more beer, including:

• Which marketing strategies are most effective for wholesale vs. taproom 
• How to leverage local influencers to market your beer to your target demographic
• How to measure the results of your marketing campaigns so you know what’s working and what’s not

Whether you’ve been marketing for years or have no idea where to begin, Julie provides industry-specific clarity on what to do and why.
 

Links:

Not Your Hobby Marketing Solutions - Website

Not Your Hobby Marketing Solutions - LinkedIn

Not Your Hobby Marketing Solutions - Instagram  

Julie’s Contact:

julie@notyourhobbymarketing.com
 

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Gabrielle Blanco, Owner of Buckstin Brewing, joined us for this killer episode of The True Craft Podcast. With a long history in the restaurant industry and a booming brewery (that’s currently expanding), Gabi advocates for why all breweries should operate their own kitchens. 

By keeping it simple and having systems in place, every brewery can operate a profitable kitchen. And no excuses on size — Buckstin’s kitchen is a whopping 128 square feet.

First steps, helpful tips, real-life examples, and key systems — all this and more on today’s episode.

Links:

Buckstin Brewing - Website
Buckstin Brewing - Instagram
Buckstin Brewing - Facebook

Gabrielle’s Contact:

gab@buckstinbrewing.com

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We are thrilled to welcome Michelle Tressler of Hinterland Brewery and Restaurant on today’s episode of The True Craft Podcast!

With nearly three decades of experience, Michelle sheds light on the immense value that a solid food program can have on your brewery’s long term success. Food has the ability to carry your brewery through downturns, which Michelle has experienced firsthand. 

Be bold. Push the envelope on flavor. Don’t settle for frozen pizzas or basic pub fare.

And remember: Everybody has to eat, but no one has to drink.

Links:

Hinterland Brewery and Restaurant - Website
Hinterland Beer - Instagram
Hinterland Brewery - Facebook

Michelle’s Contact:

michelle@hinterlandbeer.com

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On today’s episode of The True Craft Podcast, no stone is left unturned. Katy and Chris welcome Richard Fennell of C&G Brewing out of Dallas, TX.

From managing thirty-six “beer gun” taps to navigating Texas beer laws, this episode takes a look at a wide variety of topics. We even discuss strategic ways to maximize margins in distribution and ask a very timely question: “Has craft left the next generation behind?”

Links:

C&G Brewing - Website
C&G Brewing - Facebook

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Join Katy Noel and Chris Farmand for a very special episode of The True Craft Podcast. In this week’s episode, we welcome Adam Ruhland of Wild State Cider to dive into the dynamic world of cider. 

We explore trends shaping the craft market, address the unique profile of cider drinkers, unpack how to form a portfolio, and compare beer vs. cider regulations. 

In the end, we conclude that cider has a) less regulations than beer and b) far less competition than craft beer. But what does that mean for the craft industry? I invite you to listen to learn more.

Links:

Wild State Cider - Website
Wild State Cider - Instagram
Wild State Cider - Facebook

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